New York Institute of Technology Launches New Brand Strategy, Selects New Ad Agency Partner
October 28, 2019
New York Institute of Technology has unveiled a powerful new strategic brand identity that celebrates the 65-year-old university’s unique attributes and strengths and underscores its tech roots. In addition, the university has begun working with a new ad agency, among other related initiatives, in support of the university’s pillars to drive reputation, recruitment and retention, and engagement.
Do. Make. Innovate. Reinvent the Future.
The new branding strategy evokes the forward-moving direction that President Henry C. “Hank” Foley, Ph.D., has set for the university’s future. The new tagline, “Do. Make. Innovate. Reinvent the Future.” echoes Foley’s vision and brings to life the “maker, doer” spirit at New York Institute of Technology’s campuses in Long Island, New York City, Vancouver, and Jonesboro, Ark. The tagline is being integrated into university communications—ranging from marketing materials and advertising, to signage and promotional items—to describe the ethos of all members of the New York Tech community and the exciting student experiences that await them inside and outside the classroom.
“We are bold thinkers who dare to do what’s challenging, embracing our ability to make a path for others to follow and innovate where there is both obstacle and opportunity. Together, we will reinvent the future,” Foley said.
Visually, the university colors were the first part of the rebranding process, changed to reflect the official state colors of New York—underscoring the university’s critical location and strength as an asset to students, faculty, staff, alumni, and the community at large.
“This bold new identity conveys who we are as a university, positioning us well as we carry our mission and expand our reputation as the go-to place for an outstanding, forward-thinking, career-oriented, technology-infused education,” said Nada Anid, Ph.D., vice president for strategic communications and external affairs. “We are excited to integrate this vibrant new brand into our institutional framework as we continue to tell the New York Tech story and truly live the brand.”
Other messaging includes a reintroduction of “New York Tech” as a secondary shorthand reference for the established “New York Institute of Technology” moniker. New visual elements include proprietary typefaces that reflect the university’s contemporary and powerful forward-thinking technological identity. The new logo features include a gold anchor bar above the full name of the university.
The Office of Strategic Communications and External Affairs, in partnership with Iowa-based educational consultant Stamats, led the rebranding initiative, which encompassed more than 18 months of research, feedback, analysis, and testing. The effort reflects the energy and vibrancy of the transformation brought forth during the first two years of President Foley’s tenure. The inclusive process consisted of information sessions for stakeholders, D.I.Y. tools and guidelines for visual and editorial products, a new brand video, and a range of digital and print assets that integrate the new brand into admissions and recruitment materials, the institutional website, signage, ads, social media, promotional items, and more.
New Advertising Partner
To help build equity in the new brand among key stakeholders, particularly prospective students, New York Institute of Technology has selected a new advertising agency of record: Primacy, a full service digital agency with offices in Connecticut, New York, West Palm Beach, and Boston. “We were drawn to Primacy because of its focus on being ‘data obsessed, technology inspired, and ideas led,’ in addition to its higher ed experience,” Anid said.
Matt Cyr, vice president of Strategic Practices and Higher Education practice lead at Primacy said, “New York Institute of Technology is on the move with bold plans for the future. They combine a compelling and modern education, endless opportunities for students to practice what they learn, and a research enterprise that’s powering bold new solutions. This unique combination of learning and doing puts their students on a path to personal growth and professional success, and gives them the skills to truly reinvent the future. We look forward to bringing their brand to life and supporting their powerful mission.”
Primacy is currently in the discovery phase of the new relationship; agency members have met with the New York Tech leadership team, including every academic dean, about the needs and goals of each college and school as well as the university overall. The agency’s research will culminate in a new creative advertising platform scheduled to launch early next year.
Senior Creative Director
To help lead the execution of the branding strategy and advertising approach, New York Tech recently appointed a new senior creative director, Erica Pennant. “Her impressive background in design and higher education marketing (most recently at agency Spark451 serving a number of national and regional accounts) as well as her experience leading creative teams at PEOPLE en Español and managing 360 degree marketing campaigns at PEOPLE Magazine (Meredith Inc.) will be a wonderful addition to our team,” Anid shared. Pennant will be responsible for the creative and marketing teams, including advertising and social media. She earned a B.F.A. from Pratt Institute of Art.
About New York Institute of Technology
New York Institute of Technology offers 90 undergraduate, graduate, and professional degree programs in more than 50 fields of study, including computer science, data, and cybersecurity; biology and biomedical studies; architecture and design; engineering; health professions and medicine; IT and digital technologies; management; communications and marketing; education and counseling; and energy and sustainability. A nonprofit, independent, private, and nonsectarian institute of higher education, New York Institute of Technology welcomes more than 9,000 students worldwide. The university has campuses in New York City (Manhattan) and Long Island (Old Westbury), New York; Jonesboro, Arkansas; and Vancouver, British Columbia, as well as programs around the world.
New York Institute of Technology embraces its mission to provide career-oriented professional education, give all qualified students access to opportunity, and support research and scholarship that benefit the larger world. More than 100,000 alumni comprise an engaged network of doers, makers, and innovators prepared to change the world, solve 21st-century challenges, and reinvent the future.